‘creating a meaningful journey’
Collateral brand evolution Ministry of Transport - Te Manatū Waka
About
Ministry of Transport – Te Manatū Waka is the Government’s system lead on transport. Scenario was asked to refresh their publication system to better align with their recently launched new website.
Central to the brand refresh was to bring Hei Arataki – their Māori Strategy - to life and place it at the forefront of the brand.
Early in the process, it became clear that for the visual identity to work as a cohesive system, refinements to the organisation’s logo were also needed, and so the brief was expanded.
Approach
The Ministry’s Māori name, ‘Te Manatū Waka’, underpinned the direction of the logo refresh. Guided by Dan Brown (Māori Strategist), the logo narrative was born. At first glance, you might see a whētu – a star – representing navigation. Looking more closely at the 6 points of the marque, though, we can see elements of the journeys of everyone in Aotearoa – through mountains, lakes, oceans, rivers, valleys, cities and communities.
The Ministry’s Ngā Pou and Ngā Mātāpono (strategic pillars and guiding principles) underpinned the design system, ensuring the brand’s graphic elements link back to these fundamental principles and pillars that guide everything the Ministry does.
Outcomes
What started out as a simple publication system refresh evolved into a refined logo, style guide, signage applications, and publication hierarchy, resulting in a strong and easy-to-apply brand that aligns strategically with the Ministry’s work.
We’ve been lucky to have the opportunity to apply the revised visual identity to a wide range of applications and the system has worked very well, with design templates that enable a consistent high standard and overall cohesion, while being cost-effective and simple to apply.
